• The combined company will deliver an improved experience on the web, by increasing the relevancy and the quality of the ads they see.
• The combination will provide a medium of access between online publishers, and new advertisers, which will create a powerful opportunity to sell their inventory more efficiently.
• Google and DoubleClick will provide an easy and efficient way to manage both search and display ads in one place. They will be able to optimize their ad spending across different online media using a common set of metrics.

The largest winner in this deal is likely to be Google, although I believe that it will take a while for this purchase to pay off it will. With this purchase added to the string of purchases that has been made in the last year Google is setting them selves up as the place for advertising, on and off the web (dMarc radio advertising). Google will be able to provide search results, access to Search Engine Optimization (Performics), web site traffic analysis (Formally Urchin), and transaction processing (Google Checkout). They will soon have all the seats at the table of online advertising, and be able to meet business needs off line too.

This purchase in addition to fitting in nicely to Google's past purchases serves a second function by again delaying Microsoft's increased completion in the online marketing arena. For now Google has only to be concerned with increased competition from Yahoo's own search marketing channel. While the future is not right around the corner, every day gives Google a chance to continue to develop their vertical marketing channel. It will be a day not to far from this one where we will be confronted by a multitude of Google linked content. They are a powerful force online, and will only gain with accusations. Stay tuned for the next course to be served at a table near you soon!!

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